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It was said by him that there was partner plan of the IOC all over the world, and some brands were included, such as Adidas, Coca-Cola and Samsung, and in the competition terrain, the IOC will regard these brands as key protections. Zhang Zhenpeng said: "This was the sponsorship system of the international Olympic Committee". This system had mature and complete protection methods. Our volunteers and staff all have to wear Adidas. As for food, we all adopted McDonald, and as for water, only Coca-Cola has been adopted. We can not use the brand of hostility, and it was not possible to use Kentucky Fried Chicken and Pepsi. Competition is increasing while profit is decreasing and for this reason in the year of 1986 Nike brought his products into the world of golf.

However, this ingenious micro blog article made the trademark marketing has magical effect from attunements decayed. In fact, this is not the first time Nike official micro blogging heat transfering. After rings competition, Nike released "no absolutely fair, but absolutely great "micro blogging and it is forwarded 20,000 times within 25 minutes. The blog said greatness is to let the world record to catch up with you after the men's 1500 meters free swim, and after the final game of badminton singles it launched that greatness is in each end of the court. Living out your greatness series micro blogging is soon concerned by users. The audiences have used to see the wonderful events, and meanwhile they look forward to Nike saying something about the events.

Nike activity on micro blogging has earned a lot of attention, and ambush marketing gained remarkable results. The so-called ambush marketing is the unofficial sponsor who makes its own brand contact with the events through a variety of adidas superstar cheap marketing tools. Because ambush marketing sponsorship fee has not been paid, London Organization Committee of Olympic Games has managed to avoid the occurrence of ambush marketing. In accordance with the provisions, Nike cannot use Olympic words and five rings logo directly in the advertising, but that does not mean that Nike will give up the four years only having once marketing opportunity. But Nike considers the worldwide economy is yet enveloped in the shadow of the short of Europe, now taking blood shopping strategy with Adidas in Olympic auspices is possibly to be the loss larger than the gain.